Soup in Slovenia

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Executive Summary

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TRENDS

Soup is one of the main pillars of traditional Slovenian meals and is considered a starter for lunch, but consumers prefer home-made soup rather than packaged soup. Therefore if people have enough time, they cook soup at home, since it is considered to be healthier than dehydrated soup.

COMPETITIVE LANDSCAPE

The competitive environment within soup in 2016 remains stable, with the three major players retaining their positions. Unilever Slovenija with Knorr was the leading company with a 48% value share, losing some share compared to 2015 due to decreased promotion and higher prices. Second in 2016 was Podravka doo with a 21% value share. The third spot was occupied by Nestlé with its Maggi brand and a 19% value share. Therefore, 88% of soup sales were covered by top three companies, which made the category very consolidated.

PROSPECTS

Health concerns are expected to further affect soup’s development; however, as soup has a long tradition in Slovenian cuisine and, as people have less and less time for cooking, demand is expected to recover towards the end of the forecast period. In addition, over the forecast period, manufacturers will be more enthusiastic about creating new recipes containing less additives and more natural ingredients, in order to adapt better to the prevailing health and wellness trend.

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